OpinionLab today introduced capabilities that allow consumers to share photo and audio feedback with businesses at anytime, from anywhere.

OpinionLab clients can now gain new visibility into the context of customer experience by inviting consumers to send pictures and voice memos while shopping in a store, using a product, or interacting with a brand in any way.

OpinionLab clients can invite photo and voice-recorded feedback from any mobile comment card or survey. So now, a shopper leaving feedback through a company’s mobile app can include a photo of a neglected store bathroom or a voice message praising a particularly helpful employee. As comments are submitted, VoC reports update in real time while key stakeholders across the organization receive ongoing alerts based on customized parameters.

"OpinionLab is steeped in innovation, so we're always pleased to introduce another first," said Jonathan Levitt, chief marketing officer at OpinionLab, in a statement. "Photo and audio feedback technologies give consumers greater flexibility in how they communicate with brands, while providing those brands with more meaningful insights. Audio attachments, for example, give organizations new visibility into customer experience by providing opportunities for sentiment and tone analysis. Such capabilities shorten the gap between feedback and insight, bringing brands and consumers closer than ever before."